This is ostensibly also going to help brands because of the fact that they would no longer have to worry about cheap counterfeits of their products being sold but in spite of the fact that this is the case it appears that most brands are actually concerned about the negative impact that this might have on their business. A group that is responsible for the protection as well as representation of brands named Incopro, which also acts as a consultancy for brands, has highly criticized this move.
The criticism is based on the requirement for brands to submit unique URLs for each product so that the reporting process can be simplified. This places undue burden on brands and can limit their ability to advertise properly, said the group. This might force Google to reconsider their measures which might just end up being frustrating for the company since the criticism is being directed at something the company did in order to address previous criticism. Managing the expectations of so many invested parties can often be a really tricky balancing act, and it will be interesting to see if and how Google manages to satisfy everyone involved.
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